Over three or four stages we perfected the pictogram, making it even more impressive and legible. We also refined the colours to create maximum impact and recognition amongst the target audience, whilst retaining the associations that red, silver and blue has with energy.

The finishing touch was the creation of a strapline – “Bring out the Beast’ which would be used to support the brand character across all promotional and advertising material.

Once the final approved design had been implemented, it had to survive out in the world.